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Internet Food Marketing Strategies Aimed at Children and Adolescents: A Content Analysis of Food and Beverage Brand Web Sites

https://doi.org/10.1016/j.jada.2006.06.014Get rights and content

Abstract

Americans are spending an increasing amount of time using “new media” like the Internet. There has been little research examining food and beverage Web sites’ content and marketing practices, especially those that attract children and adolescents. The purpose of this study was to conduct a content analysis of food- and beverage-brand Web sites and the marketing techniques and advertising strategies present on these sites. The top five brands in eight food and beverage categories, 40 brands in total, were selected based on annual sales data from Brandweek magazine’s annual “Superbrands” report. Data were collected using a standardized coding form. The results show a wide variety of Internet marketing techniques and advertising strategies targeting children and adolescents. “Advergaming” (games in which the advertised product is part of the game) was present on 63% of the Web sites. Half or more of the Web sites used cartoon characters (50%) or spokescharacters (55%), or had a specially designated children’s area (58%) with a direct link from the homepage. With interactive media still in its developmental stage, there is a need to develop safeguards for children. Food and nutrition professionals need to advocate for responsible marketing techniques that will support the health of children.

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Methods

For the content analyses, the top five brands in each of eight food and beverage categories, 40 brands in total, were selected based on annual sales data from Brandweek magazine’s annual “Superbrands” report (14). The brands and companies listed in the Superbrands annual report are ranked according to full-year sales in the US market. The report contained 21 food and beverage categories. The eight food and beverage categories selected for the content analysis included: beverages, soft drinks;

Results and Discussion

The brands listed by each food or beverage category are presented in Table 1. Of the 40 brands, 37 had their own Web sites and three were simply one-page links from their company’s homepage. Marketing techniques and characteristics present on the entire brand’s Web site are shown in Table 2. Almost all of the Web sites (85%) contained interactive components such as sound, animation, and movement. Roughly 60% of the Web sites contained links for games, family-fun sections, or a designated

Conclusions

With interactive media still in its developmental stage, there is a need to consider safeguards for children. Food and nutrition professionals need to advocate for responsible marketing techniques to support the health of children. New interactive technologies have the potential to help children and adolescents learn to make healthful food choices in fun and interesting ways. There is an opportunity for the food and beverage industry to use the Internet to promote healthful foods to children.

K. Weber is quality assurance scientist, Nutrition Coordinating Center, University of Minnesota, Minneapolis.

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K. Weber is quality assurance scientist, Nutrition Coordinating Center, University of Minnesota, Minneapolis.

M. Story is a professor and L. Harnack is associate professor, Division of Epidemiology and Community Health, University of Minnesota, Minneapolis.

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